• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.897-902
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• 2008

이 연구에서는 MMORPG 게임의 길드 내에서 사회적 지지가 캐릭터와 길드를 통해 플로우 및 충성도에 미치는 영향을 검증하고자 한다. 이를 위하여 MMORPG 게이머들을 대상으로 포커스그룹인터뷰를 한 결과 사회적지지 요인을 발견하였고, 인터뷰 결과와 선행연구를 토대로 캐릭터통제력, 사회적 지지를 독립변수로 제시하였고, 매개변수로 캐릭터 동일시, 길드 동일시, 자아존중감을, 종속변수로 플로우, 충성도를 도출하여 연구모형을 개발하였다. WoW(WorldofWarcraft) 이용자 244 명의 자료를 수집하여 전체적인 연구모형의 구조적 적합도를 검증하기 위해 구조방정식모델(SEM)분석을 이용하였다. 분석을 통해 다음과 같은 주요 연구결과를 밝혀냈다. 첫째, 사회적지지는 캐릭터 통제력, 캐릭터 동일시, 길드 동일시, 자아존중감에 통계적으로 유의하게 나타났으며, 캐릭터 통제력은 캐릭터 동일시, 길드 동일시, 자아존중감을 향상시키는 것으로 나타났다. 둘째, 캐릭터 동일시는 자아존중감과 충성도에 긍정적인 영향을 미치는 것으로 나타났으며, 길드 동일시는 자아존중감과 플로우, 충성도에 유의한 영향을 미치는 것으로 나타났으며, 자아존중감은 플로우에 유의한 영향을 미치는 것으로 밝혀졌다.

• Asia Marketing Journal
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• v.9 no.3
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• pp.117-149
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• 2007

It can be explained by congruity theory as a process that consumers engage in a matching process to identify personal community that is congruent with their self-images to find the identification between the self and the personal community. Personal community cues that evoke certain images are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the personal community and self-image are congruent and imagine prototypical users of the personal community and select ones that maximize similarity to their actual or desired self-concept. Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity. In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification. The results are as follows. The maintenance expression and enhancement expression of personal self influence the level of personal identification positively and the maintenance expression and enhancement expression of social self influence the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive responses to the source enterprise that allows the cyberspace and the other benefits to be used.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.111-137
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• 2002

The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.123-131
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• 2019

The purpose of this study is to demonstrate the causal relationship between positive emotions, positive psychological capital, and organizational identification, and to examine the double mediating effect. In this study, 369 social workers in 10 social welfare facilities in Seoul and Gyeonggi Province were sampled. The results of this study show that compassion experienced by the social workers has a positive effect on positive emotion and organizational identification, and positive psychological capital has a significant effect on the organization identification. In addition, double mediating effect of positive emotion and positive psychological capital were also shown to be significant in the relationship between compassion and organizational identification. Therefore, this study has the theoretical implication that double mediating effect of positive emotion and positive psychological capital are demonstrated in the relationship between compassion and organization identification. In future research, sample collection should be done for the generalization of the sample, and the mediating effect of positive organizational identity should also be performed.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.480-493
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• 2021

In this paper, we attempt to empirically explain the process by which fandom performs social participation using digital media. To do this, we utilize the concept of identification and the Situational Theory of Publics in a theoretical framework, and study ARMY, BTS fandom. We confirmed a positive association between communication behavior and social participation, and verified a mediating effect of the identification as well. Interestingly, horizontal identification, a fan-to-star friendly relationship, had a greater effect on moving toward social participation than did vertical identification, a fan's blind worship of a star. This study has significance in that it has figured out the relationship of personal feelings to public participation by mobilizing achievements in various research fields.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.179-185
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• 2018

The purpose of this study is to demonstrate the effect of compassion on collective self esteem through positive work-related identity, and to demonstrate the mediating effect of positive work-related identity and the moderating effect of organizational identification. In this study, The data collection was targeted at 369 social workers working in 13 social welfare facilities and institutions in Gyeonggi Province and 12 in Seoul from April 1 to April 25, 2018. It was demonstrated that compassion had a positive effect on positive work-related identity. Also, it was proved that positive work-related identity had a positive effect on collective self esteem, and mediating effect of positive work-related identity and moderating effect of organizational identification were also significant. Therefore, this study suggests social workers experienced compassion will have positive work-related identity, collective self esteem, and organizational identification.

• Journal of Korea Game Society
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• v.21 no.2
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• pp.111-122
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• 2021

MMORPG game is an industry that is growing fast through COVID-19. This study confirmed the factors that influence the self-character identification and social relation internalization of MMORPG games and identified the factors that affect the intention to purchase items and the intention to continue play. According to the PLS analysis, the influence of the character characteristics and social characteristics of MMORPG on self-character identification and game commitment was significantly confirmed. In addition, the relationships between these mediating variables and user behavior were tested. The results of this study suggested the importance of researching MMORPGs' game characters and could be used to improve the competitiveness of MMORPG game companies.

• International Area Studies Review
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• v.13 no.1
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• pp.189-217
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• 2009

This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers' behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers' behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.495-504
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• 2015

The purpose of this study is to examine the effects of corporate social responsibility on organizational identification and customer orientation by flight attendants. In this study, 2 hypotheses based on literature reviews were employed. Questionnaire was also developed based on previous studies. A convenience sample of 217 flight attendants was surveyed and 203 usable questionnaires were analyzed. Corporate social responsibility was divided into economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility by the literature review. Confirmatory factor analysis were conducted to validate the measured variables. Then the data and hypotheses were examined using structural equation modeling (SEM) by AMOS. The results are as follows. Firstly, 'economic responsibility' and 'philanthropic responsibility' have positive effect on organizational identification while 'legal responsibility' and 'ethical responsibility' have no effect on 'organizational identification'. As for the degree of influence, 'philanthropic responsibility' has a greater impact than 'economic responsibility'. Airlines should focus on the responsibility to the community as well as social contribution. Secondly, 'organizational identification' has positive effect on customer orientation. The contribution and limitations of this research were discussed and the future possible researches were mentioned.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.221-233
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• 2021

This study empirically examined the relationships among ethical leadership, supervisor identification(SI), affective commitment(AC), and unethical pro-supervisor behavior(UPSB) based on social learning theory and social exchange theory. The data were collected by conducting a survey of 339 workers and analyzed using SPSS25 and SPSS Process Macro (v3.5). The results were as follows. First, ethical leadership directly negatively influences UPSB. Ethical leadership indirectly positively influences UPSB mediated by SI. Second, ethical leadership, completely mediated by AC, indirectly positively influences UPSB. Third, ethical leadership has an indirect positive effect on AC mediated by SI. This study showed how ethical leadership works in organizations through social learning theory and social exchange theory. Also, it suggested implications on how to use ethical leadership in field.